At Pitti Uomo, visitors discovered the brand’s FW24 collection surrounded by a spectacular backdrop: a 13-meter-long private jet created from a textile material derived from recycled denim.

The new collection represents a bridge between the classic workwear aesthetic and cutting-edge denim-design. In addition, the concept of “cocooning” is interpreted with sophisticated styles that redefine comfort. This is thanks to the use of innovative denim technology and clever fabric blends that provide a soft feel without compromising the durability and authenticity of the denim. The famous life-size private jet, designed by artist Maarten Baas and made of recycled denim, found a home, or rather ‘hangar’, in the G-Star pavilion. Even the footwear traces the same concepts: design meets the safety world.